Abstract
This project examines M State Foundation and Alumni’s efforts to increase donations from the alumni of Minnesota State Community and Technical College (M State). The donations provide scholarships, emergency grants, food pantry supplies, and academic program support. The Foundation has consistently fallen short of fundraising goals, but with over 19,000 alumni, an opportunity exists to rebuild engagement after years of disconnection due to name changes and mergers. This project leverages research and analysis to develop strategic, data-driven solutions to increase donations by appealing to current students and alumni. A review of institutional effectiveness data, operational metrics, and industry reports provided key insights into alumni engagement. Guided by McGuire’s Stages of Persuasion Theory, this research informed communication strategies to shift alumni attitudes toward giving. In early 2025, in-depth interviews with five alumni revealed that many are unaware of the Foundation and perceive limitations in their ability to give. The project’s objectives included increasing alumni donations by $50,000 in fiscal year 2025-2026 and improving awareness of the Foundation’s impact by 25%, tracked through donor database metrics. To achieve this, the M State Advantage is introduced as an exclusive, reward-based crowdfunding initiative. The M State Advantage encourages a sense of belonging and aligns individual interests with the Foundation’s mission, allowing participants to earn and redeem rewards through engagement. The M State Advantage promotes cross-campus collaboration, connecting alumni with existing college resources. Designed to be adaptable and scalable, this strategy ensures long-term relevance as M State evolves. The findings offer valuable insights for other community college foundations looking to enhance alumni engagement and fundraising efforts in an increasingly competitive philanthropic landscape.
Date of Award
7-21-2025
Document Type
Thesis
Degree Name
Master of Arts in Strategic Communication
Department
Mass Communication
First Advisor
Stacey Kanihan
Location
Winona, Minnesota
Recommended Citation
Britten, Shannon M., "The M State Advantage: Engaging Community College Students and Alumni to Cultivate a Culture of Giving" (2025). Strategic Communication Master of Arts Thesis Projects. 8.
https://openriver.winona.edu/strat-comm-thesis-projects/8
Unique Identifier
WSUMCOMSTRATCOMM-ETD-2025-Britten
Rights
All rights reserved by the author.
